Radio Sales Café

Hi all! I am working on and annual presentation for our local hopital and need some ideas to include. They sponsor lots of local and regional sports but, I would like to get them on for school closings, news or weather etc. I also would like them to do a health minute. Anyone have a hospital as a client? What are they on?

Our stations have only been in our small market since 2003. The local hospital had a longstanding buy with "the" station that had been in the area since the '40s. When I came on board in 2005, the other rep "gave" me the hospital The hospital's history with the other station made them a hard sell. In 2006, they finally bought weather packages. Our weather package includes a tag on the daily "what's happening" segments. Since the hospital has a lot of free and low-cost classes, I gave them an exclusive on the "what's happening" - it just lists what the hospital has happening. They had a positive response. Last year they mentioned a "Medical Minute" CD they'd received. There were 104 sixties. I suggested using a medical minute with an intro and outro and a "seasonal" sixty. A 6:50 AM and 4:50 PM "medical minute" changes out weekly. I set them up last May; the positive comments received made them extend through 2010. I've also scheduled them for a half hour the first Thursday of the month on the Morning Show - value-added, but low maintenance.

The two packages make a nice annual for an "impossible" account.

An account that was "impossible to get" has become a very nice annual.

Hi Mary,

Have you thought about offering them music as an incentive to advertise? Have them sign a year contract; provide the music gratis?

I've attached "Won't Let Me Fall" a unique song we can license to you/your client. This is the "full sing." We would provide your prod pro with tracks to produce multiple version.

Would you let me know if you think this might interest them?

Thanks!

Marshall Such (Cole Portato)

Thank you so much! I'm working on a Medical Minute for a similar deal. Do you know where they got the CD? I've googled to try to find out and didnt' see anything. Great idea! So satisfying to get an "impossible account" on the air!

Mary,

I create jingles for local hospitals all over the country. If you'd like to hear a few examples, send me an email and I'll send them right back to you.

Jim Reilly
American Music Concepts
[email protected]
P 732-255-1504

I've been working with a my local hospital for over five years advertising blood draws, services available, etc. I recently met with the Administrator and suggested testimonial ads for something new. They are a lot of work because several people record them and they change often, but everyone loves them, and it builds morale among staff and community. Try suggesting it.

*Hi, my name is Mary Lamb and I've been a nurse at Happy Hills Manor for over 15 years. I Love my work with the elderly and I Love working for Happy Hills Manor. Their wages are competitive, they have wonderful benefits, and most important, when you work for Happy Hills Manor, you are part of one big, happy family. If you'd like to learn more about a career as a nurse or working with the great and caring people at Happy Hills Manor, stop by ...

*My name is John Doe. I'm here today due to the expert emergency care I received at Happy Hills Hospital. The top-notch services I received in the Cardiac Rehab department following my heart surgery have been second to none. My Physical Therapist has become an adopted member of the family! I won't see anyone else except my local health care professionals at Happy Hills Hospital.

*My Mom is able to live indenpendently in her home again thanks to the lifeline she received from Happy Hills Home Health Services. We both have peace of mind now that she can get emergency help at the touch of a button. To learn how you can achieve peace of mind for your elderly parents, call Happy Hills Home Health Services at ...

Our station uses a Medical Minute type thing from the Mayo Clinic. Good stuff!

Hospitals are becoming more and more specialized. One of the clinic's in our market is becoming more and more a women's health clinic. Our hospital is really working on their image of preventative health. Find out where your hospital is specializing. I understand that they will help anyone, but look at the doctors and space alocation, etc, and it will be obvious. They will need ads to brand themselves in the specialities they are providing. Also, hospitals need ads to introduce new doctors. If they have an "Ask a Nurse" program or if they have a program to help new people in the community find a doctor, they need to advertise. If they have expanded the emergency room to include a walk in clinic, they need to advertise. Don't forget recruitment ads. Hospitals are always looking for CNA's, LPN's and RN's. They may need janitorial staff, kitchen staff, etc. Is the Physical Therapy department open limited hours for people who want to work out. Does your hospital have a durable medical equipment department? (Walkers, wheel chairs, oxygen,etc) Do they have an attached nursing home? Do they have a foundation program to raise funds for philantropic ventures? There are so many advertising possibilities its hard to list them all. If your hospital is agressive at all, they should be one of your largest accounts. Ask lots of questions and follow the money.

Mary,

RSC member Don Oberbillig recently shared his success landing a $34,000 annual contract with a local hospital. Here's the link: http://www.radiosalescafe.com/forum/topics/nobody-wants-to-buy.

~ Rebecca

Mary,

Many years ago I wrote and produced a series called "HealthWatch" for our local hospital—60-second features centered on health news, tips for avoiding disease, treating injuries and illnesses, etc.  Ran daily for many years on both our stations. 

Eventually, following voter passage of a large bond issue, the hospital moved to a new location, expanded its offerings, changed its name and branding, and HealthWatch was deemed to have served its purpose but no longer needed.

The hospital runs coordinated multi-media campaigns with quarterly copy changes.  The big push over the past year or so has been "Why Travel for Care?" - i.e., no need to drive out of town to receive specialized care these days.  Radio continues to play a major role in these campaigns.  I write the copy, we farm out some of the voice work, and so far everyone seems to be happy.

If you're interested in hearing examples, I've attached a couple from the "Why Travel?" campaign.

Best wishes in developing a program for your own hospital client.

-Rod